Kurkure, India’s loved snack brand, today, has announced the launch of Kurkure Masala Munch with one of south India’s favorite cooking ingredients, Gingelly Oil, widely known as sesame oil. To launch Kurkure Masala Munch (with Gingelly Oil) the brand has roped in youth icon and leading Tollywood actress, Samantha Akkineni, who will be seen taking ahead Kurkure’s new positioning, ‘Khayaal Toh Chatpata Hai’ that celebrates the new-age thinking that young Indian homemakers bring to traditional Indian families. As part of the association, Samantha Akkineni will be seen in a new advertising campaign, which has been timed around International Women’s Day.

Kurkure Masala Munch (with Gingelly Oil) is a step towards brand’s continued commitment to offer ‘familiar, local flavors’ in its product portfolio. Available as part of Kurkure’s portfolio in the south, the new Kurkure Masala Munch with Gingelly Oil has been inspired by the culinary traditions of southern India, striking a perfect balance of Kurkure’s spice, and the familiar taste and aroma of Gingelly Oil.

On Kurkure’s expansion in the South and on-boarding Samantha Akkineni for the launch, Mr Dilen Gandhi – Director Marketing, Foods Category, PepsiCo India, said “Kurkure has always been at the forefront of innovating with new formats and variants; and our regionalization strategy is a demonstration of our efforts to build closer connect with our consumers. Southern India is an important market for us and with the launch of Kurkure Masala Munch with Gingelly Oil, we aim to bring in a twist of south Indian taste and flavor to the much-loved tea-time snack.”

“With a promise to add more excitement and flavor with the new brand mantra, we are delighted to have Samantha take forward the positioning of ‘Khayaal Toh Chatpata Hai’. As a youth icon, Samantha is a true reflection of local traditions and culture along with modern, progressive thinking; making her the perfect choice to celebrate Kurkure’s new brand journey in South India” he further added.

Sharing her excitement on joining Kurkure on this new journey, Samantha Akkineni said, “Kurkure has always been a fun and euphoric brand and I’m excited to be a part of the new journey that the brand has embarked on, with ‘Kaarasaaramana Sindanai Daan’. The essence of the new positioning centers around celebrating new-age ideologies amongst Indian homemakers, and aptly voices the sentiment of every Indian woman. I strongly believe that there is no better time than now to honor the women who have always endeavored to bring about positive transformation at home and beyond.”

In the film, Samantha, representing an Indian homemaker, is seen celebrating her success as an MBA graduate, only to be reminded of her duties as a homemaker by her mother-in-law, who advises her to focus on her family life. Feeling dejected at the loss of professional hopes and dreams, Samantha looks for answers – and, as her gaze falls upon the Kurkure pack, she feels resolved and confident to bring in a transformation in her mother-in-law’s thinking. She offers the all new Kurkure Masala Munch with Gingelly oil to her mother-in-law, who is mesmerized by the aroma and taste, and deeply encouraged to break free from conventional ideologies. The film ends with both, Samantha and her mother-in-law successfully running a badminton academy – celebrating the power of progressive thinking amongst Indian women.

The new variant of Kurkure will be available at 3 price points INR 5, INR 10 and INR 20 and will be marketed in southern states of Tamil Nadu, Kerala, Telangana, Andhra Pradesh and Karnataka.